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(CB) PPT Haleeb.

The document discusses Haleeb Foods, a leading Pakistani food company, and provides details about its products, vision, mission, competitors, strengths, weaknesses, opportunities, threats, reasons for past failures, and relaunch strategy for its Dairy Queen milk product line. Key points covered include Haleeb's diversified product portfolio, focus on quality and innovation, main competitors and their growth rates, conducting less promotional activities as a weakness, and plans to reposition Dairy Queen as a purely drinking milk targeted at families through new packaging and reasonable pricing.

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AnasAhmed
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261 views22 pages

(CB) PPT Haleeb.

The document discusses Haleeb Foods, a leading Pakistani food company, and provides details about its products, vision, mission, competitors, strengths, weaknesses, opportunities, threats, reasons for past failures, and relaunch strategy for its Dairy Queen milk product line. Key points covered include Haleeb's diversified product portfolio, focus on quality and innovation, main competitors and their growth rates, conducting less promotional activities as a weakness, and plans to reposition Dairy Queen as a purely drinking milk targeted at families through new packaging and reasonable pricing.

Uploaded by

AnasAhmed
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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COURSE: CONSUMER

BEHAVIOUR

GROUP PRESENTATION
HALEEB FOODS
GROUP MEMBERS:

Anusha Ahad (10374)


Anusha (11560)
Iqra Sarwar (10257)
Kiran Asad (11525)
Marium Nadeem (10955)
Muhammad Salman (10341)
Syeda Urwah Saeed (10322)
Zaid Ali (10379)
EXECUTIVE SUMMARY:

• Haleeb food is Pakistan’s most diversified and fastest


growing food company with respect to product range. It
was established in 1983. From the beginning of current
decade, haleeb is operating on scientific basis, and
innovation and quality of product and service is their top
priority.
• In this Presentation we have discussed several variables
which are directly or indirectly related to company.
VISION STATEMENT:
 Most Innovative and fastest growing food company offering
products enjoyed in "every home every day“

MISSION STATEMENT:
Build Branded food business to improve quality of life by offering
tasty, affordable and highly nutritional products to our
consumers while maximizing stake holders' value
OTHER PRODUCTS OF HALEEB

• Haleeb cream.
• Cadia liquid milk.
• Tropic juice drink, haleeb dairy queen.
• Haleeb instant full cream milk powder.
• Candia tea max dairy whitener.
• Haleeb butter and yogurt.
• Haleeb good day pure juice.
• Haleeb asli ghee.
• Haleeb flavored milk.
MARKET OPPOURTUNITIES:

• Environmental analysis
• Political factor
• Economic factor
• Social factor
• Technological factor
COMPETITORS:

The main competitors of Haleeb are:

• Olpers
• Nestle Milk Pack
• Dairy Omung
• Good Milk
• Loose Milk Shop
• Nurpur Milk
Competitor Names Growth Rate Goodwill

Olpers INCREASE VERY STRONG

Nestle Milk Pack INCREASE VERY STRONG

Dairy Omung INCREASE VERY STRONG

Good Milk INCREASE NORMAL

Loose Milk Shop VERY STRONG VERY STONG

Powdered Milk Shop STRONG STRONG

Nurpur Milk LEVEL NORMAL


STRENGTHS:

• Effective internal communication system

• Efficient use of resources

• Taste, nutritious, hygienic, packaging

• Diverse work force

• Innovations
WEAKNESS:

•Less product awareness in customer mind.

• Haleeb Company conducts less promotional activities.

• Less display centers use for products in main shops of


different cities.

• Haleeb Foods Company has late recovery of claims.

• Relatively a small and local company in comparison to its


rivals.

• Low promotional activities.


OPPORTUNITIES:

• HFL can export to others countries.

• HFL can go for related diversifications by producing pure juices


and flavored yogurt.

• HFL can go for joint venture with other companies to attract the
market share.

• There are a lot of untapped markets in different areas of Pakistan.

• Backward integration can use in juice products of Haleeb


Company.
THREATS:

• Changing consumer trends and demands.

• Ever intensifying competition.

• Government regulations in the form of taxes that lead the


company to raise prices.

• High inflation rate in the country.

• Very few entry barriers further intensifying competition.


REASONS OF FAILURE:

• Unavailability of dairy queen in 500 ml and 250 ml (1/4 liters)


pack.

• Inconvenient packing initially which lead to customer


complaints and dissatisfaction.

• Confusion about tea making and drinking because they


launched with the same name.

• Lack of awareness amongst the majority of population about


the benefits of packed milk.

• Ineffective advertising campaign.


RE- LAUNCH
RELAUNCHING OBJECTIVES:

Relaunch purpose:
To redefine dairy queen image as purely drinking milk and mingle
the product with in families and relations.

Product:
It has been observed that the haleeb is already established brand,
so the product quality will be focused and taste would make
perfect.

Business type:
• Pakistan based manufactures
• Importers
• Distributors.
TARGET MARKET AND SEGMENTATION
STRATEGY

Dairy queen has identified large group within the dairy


market with similar wants, geographical location and
buying attitudes and has segmented the market on the
basis of geographic, demographic and psychographic of
the consumers.
POSITIONING:

Dairy queen is positioned as “fresh and hygienic drinking milk at a


very reasonable price with new convenient packaging”.

PRODUCT LINE:

Dairy queen will be launched in ¼ liter pack.


PRICE:

Dairy queen’s price will be reasonable and below the


competitor’s prices.

DISTRIBUTION OUTLETS:

We are going to increase the distribution of milk in remaining


untapped retail outlets.
PATTERNS OF MARKET SEGMENTATION:

Consumers in the market have clustered preferences.

The following are the preferences of consumers.

• For drinking purpose


• For making tea
• For cooking desserts and other items.
BLT ACTIVITIES:

• Posters
• Sport activities
• Stalls in bazaars and shopping malls
• Door to door free sampling
• Free glass and tea sachet
• Social responsibilities events

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